Branding and Communications

Brand equity : The brand assets and liabilities linked to a brand’s name

and symbol and that add to or subtract from a service/ product.

Service
Branding

Corporate Sub
Brands Brands

Presented brand

(co.s own controlled comn.)

External brand
Communications
(WOM)

Brand meaning

(customer’s dominant
perception)
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A Service Branding Model:
How Communications + Experience Create Brand Equity

Marketer-controlled communications

Firm’s Presented Brand Awareness of

(Sales, Advertising, PR) Firm’s Brand

Uncontrolled brand communications

Firm’s
Brand Equity
Media, Intermediaries,
Word-of-Mouth

Meaning Attached
Customer’s Experience To Firm’s Brand
with Firm
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Marketing Communication and the Internet (1)
• International in Scope

– Accessible from almost anywhere in the world

– Simplest form of international market entry

• Internet Applications

– Promote consumer awareness and interest

– Provide information and consultation

– Facilitate 2-way communications through e-mail and chat rooms

– Stimulate product trial

– Enable customers to place orders

– Measure effectiveness of specific advertising/promotional campaigns

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 Marketing Communications and the Internet (2)
• Web Site design considerations

– Memorable address that is actively promoted

– Relevant, up-to-date content (text, graphics, photos)

– Contain information that target users will perceive as

– useful/interesting

– Easy navigation

– Fast download

• Internet advertising

– Banners and buttons on portals and other websites seek to draw online traffic to
own site

– Limits to effectiveness—exposure (“eyeballs”) may not lead to increases in

awareness/preference/sales

– Hence, advertising contracts may tie fees to marketing relevant behavior (e.g.,
giving personal info or making purchase) 6-4
 Communications Challenges
in Services Marketing
• Facilitate customer involvement in production

– prepare customers for service experience and demonstrate roles

– teach customers about new technologies, new features

• Help customers to evaluate service offerings

– provide tangible or statistical clues to service performance

– highlight quality of equipment and facilities
– emphasize employee qualifications, experience, professionalism

• Simulate or dampen demand to match capacity

– provide information about timing of peak, off-peak periods

– offer promotions to stimulate off-peak demand

• Promote contribution of service personnel

– help customers understand service encounter

– highlight expertise and commitment of backstage personnel
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